Initial observation: Communication about your expertise is relevant, but often insufficient

Consumers do not buy a product or a service only for its intrinsic value, but also for its attached imagery and relevance, its confidence and credibility. Hence, beyond the development of their core expertise, organizations must emphasize their own identity, shape it, maintain it, and differentiate it.

Failing to do so results in losing control of your own image and being exposed to unfair and biased opinion. It is truly ineffective to only embrace trendy topics or to repeat the same empty words in all possible variations. Sound public recognition is built over the long run. It starts with the unambiguous statement of a precisely defined and clearly accepted identity. Benefits from a strong identity do not come from loose improvisation. It is a serious matter, paced and steady, controlled by executive strategy.

A widely-applicable approach

Any company or institution, whatever its size and its industry, can make this choice. The key, indeed, is to address only the stakeholders. Thanks to IT, fairly modest and targeted tools can suffice; provided that a relevant and coherent message is delivered and the originality of the sources and the value of the editorial content is maintained. Under these conditions, a strong identity becomes the foundation for an authentic influence strategy.

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